Some great insight on the brand promise:
Marketing messages surround us no matter where we are and what we do. It’s like we are trapped inside a singles bar all day, every day, having to endure pick-up line after pick-up line from a never-ending stream of advertisements hoping to score a one night brand-stand with us.
Starbucks marketers work under the premise that marketing has become the enemy. They believe that consumers today are savvy enough to sniff out anything that smells the least bit insincere and contrived. Marketing authenticity is the antidote to the world being perceived as a gigantic advertisement.
Starbucks marketers use a six-point unwritten code to ensure the marketing programs they create and implement are authentic, that they’re staying on message and on brand, and that they tell the story of what makes the product they are promoting Starbucks-worthy:
Nothing is more genuine and authentic than brewed coffee. Starbucks believes its marketing messages should be as genuine and authentic as the coffee it brews
- Be Genuine and Authentic
Pedantic is not in a Starbucks marketer’s vocabulary, so preachy platitudes do not come across in the marketing messages they create. For these marketers, the words and imagery must work together to convey a sense of place, comfort, or mystique.
- Evoke Feelings, Never Prescribe Feelings
When a business says who they are not in marketing materials, they are actually saying more about their competition than they are about themselves
- Always Say Who You Are, Never Who You Are Not
Starbucks believes if an employee doesn’t respect or feel connected to a marketing program, then customers will not either. After all, Starbucks relies on its front-line employees to communicate its marketing messages to customers. And if front-line employees cannot connect with the marketing program, they will not make connections with customers about it.
- Stay Connected to Front-Line Employees
Nothing will turn customers off more than promising something and not delivering. Authentic marketing is strictly tied to this, and it applies to everything that’s promised
- Deliver on ALL Promises Made
Starbucks treats customers as being interesting to get them interested. And interesting people, as Starbucks sees them, are constantly expanding their knowledge and horizons. For this reason, Starbucks uses a more educated approach when it speaks to its customers, from how it talks about itself as a company to the level of detail on its packaging.
- Respect People’s Intelligence
- What does your company do to ensure your marketing materials reflect the company’s mission and innate integrity?
- How does your company address its competition in its advertising? Does it speak to the value of your product or does it speak to the lack of value from your competitors?
- How does your company respect the intelligence of its customers?